The Denim Edit – Blue Jean Baby!

A candid chat about what goes into making Levi's, the blue-chip of all Denim brands.

Most Popular

In conversation with James Curleigh, President of Levi's Brand, at the Coachella Music Festival, earlier this year.

C: How many pairs of jeans do you own?

J: "Right now, I have 77 pairs."

C: How old and worn is your favourite pair of jeans?

J: "I have a vintage pair from 1978 or 1979, that I would've probably worn back then; and I'm currently living in the 1966 501 Replica. But my all-time favourite is a replica of the Levi's Tuxedo from 1954, which we had made for Bing Crosby. Whenever I have to go to a really formal event, for which the invitation says 'No jeans allowed' or 'Black-Tie'—I show up in the Levi's Tuxedo, and I haven't been kicked out yet." (Laughs)

Advertisement - Continue Reading Below

C: What's it like, working at Levi's?

J: "The vibe is very laid back—we don't take ourselves too seriously but we take what we do very seriously. When you walk in, the first thing you'll see is the vault of our history, then the Levi's store—so you really feel the energy of the past and the present. I'd say our whole approach is quite energised and future-focused."

Most Popular

C: What is the biggest trend in the world of denim RN?

J: "I think it's not so much about the jeans you buy, it's what you do with them. From a trend point of view, we participate in all the trends, we drive a lot of them... But what we're really doing here is giving you the starting point, and you can then take the pair on a journey of authentic self-expression."

C: You wore a denim suit to the white house...

J: "Yes, and this was before I worked with Levi's. (Then) President Clinton said to me, 'I wish I could dress like that', and I said, 'Well, why don't you?'"

What do you think?

Fashion
Share
Here's How to Reuse Old Outfits That You Refuse to Throw Away
Sex it up, girl!
Fashion
Share
5 Designers That Are Breaking the Age-Old Denim Rules
Full story in our June issue!
Fashion
Share
Cosmo Ed Nandini Bhalla Shares Her Top Fashion Picks for the Week
Check out her fabulous list of all the lust-worthy items in the world right now!
Fashion
Share
This Month's Best Street Style Looks
The Denim Edition!
Fashion
Share
Nokia 3310 Makes a Quirky, New Comeback!
90s kids, are you listening?
Fashion
Share
Kylie Jenner's Butt in This Dress Is Beyond KA-POW!
If she were a superhero, her superhero name would have the word butt in it. That's all I got.
Fashion
Share
Cosmo Ed Nandini Bhalla Shares Her Top Fashion Picks for the Week
Check out her fabulous list of all the lust-worthy items in the world right now!
Fashion
Share
12 Bollywood Style Moments That Are Too Good to Miss
#10 is crayayyy!
Fashion
Share
"I Spent All My Time Learning How To Compete In Irish Dance!"
A Cosmo Exclusive Interview with Coco Rocha
Fashion
Share
Bra Solutions for the Most Difficult (Backless!) Dresses
Just in time for summer.